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Domtar 2016 Annual Report

With our partner-brand strategy, we are winning new business from leading retailers by leveraging our know-how and capabilities in absorbent hygiene products to deliver end-to-end solutions for their private label needs. We work closely with retail buyers to design high-quality products that meet consumers’ needs. We then apply our consumer knowledge to guide branding, marketing and category management decisions. Each product—or partner brand—is distinct, with its unique selling proposition, allowing the retailer to build brand loyalty, and drive sales and higher margins. DRIVING INNOVATION WITH A PARTNER BRAND Leveraging our knowledge of adult incontinence products and consumer knowledge, we developed a new and exclusive line of multi-use absorbent pads for women on behalf of a national pharmacy chain. A novel approach, the Confidence® pad addresses light bladder leakage as well as monthly feminine protection. 10 DOMTAR 2016 ANNUAL REPORT Our partner-brand approach has proven successful in infant diapers and adult incontinence products, in both North America and Europe. The agility of our organization makes it possible—from our materials and design innovation capabilities, to our manufacturing flexibility, all the way to our consumer knowledge. In an increasingly competitive market, aligning with major retailers through our partner-brand strategy is a key differentiator and growth driver for our personal care division. By working smart for our customers, we are taking private label to the next level. In 2016, the personal care division completely rebranded its Attends® product line with new product innovations and improvements, including absorbent technologies exclusive to Domtar. Packaging was redesigned to be more contemporary and clearly communicate key product features. We combined consumer insights, innovation, clinical data and customer intelligence to optimize and streamline the Attends® product portfolio, to deliver the right product, for the right customer. WORKING SMART EVERY DAY TAKING PRIVATE LABEL TO THE NEXT LEVEL LEVERAGING 35 YEARS OF BRAND EQUITY


Domtar 2016 Annual Report
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